Federal Aviation Administration (FAA)

(Click to Enlarge)

Challenge:

National workforce trends predicted an increase in competition for quality talent, coupled with a shrinking labor supply. The FAA’s workforce planning data showed that the combined effects of downsizing, constrained budgets, hiring freezes, and retirements had resulted in fewer well-qualified individuals available to fill critical vacancies with internal resources. The FAA was also expected to face a gradual shortage of talent as its baby boomer workforce moved into retirement. In addition to these changes, the FAA needed to continue to improve the representation of women, minorities, the Hispanic community and people with disabilities within the agency.

Solution:

A cross-organizational recruitment team was formed together to develop a corporate recruitment strategy. Included was a plan to expand corporate marketing and outreach by developing a corporate branding campaign that includes recruitment materials, updated exhibits and advertising. The FAA also wanted to develop a state-of-the-art Careers Web site, and enlisted LFS’ expertise to develop FAA’s new corporate brand, develop marketing materials and design a new Web site.

Result: “Destination FAA”

LeapFrog Solutions, Inc. (LFS) conducted extensive research to determine the perceptions of people regarding employment at the FAA (both internally and externally). LFS then developed a strategic recruitment campaign that addressed many of the skewed perceptions about working at the FAA. The brand LFS developed reflected the FAA as a competitive, stimulating, technologically advanced organization, a great place to work, and experience professional growth. The LFS Team developed brochures, a folder, numerous flyers describing the range of jobs at the FAA, photo shoots with actual FAA employees to boost internal morale, and brochure translation services to reach the Hispanic community. In addition, the LFS Team developed the FAA’s Careers Web site that adhered to the look and feel established with their new brand.

Services Provided:

• Branding
• Collateral
• Advertising media plan, design, multilingual translation, & placement
• Public relations strategy & campaign
• Banner-ups & displays